The effect of religiosity and product knowledge on customer loyalty with halal perception as a mediation variable:A study on Muslim women consumers of halal certified cosmetic products in Malang city

Cahyaning Novita Sari, Astrid Puspa Ningrum and Raditha Dwi Vata Hapsari
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Cahyaning Novita Sari: Faculty of Economic and Business, University of Brawijaya, Ngebruk, Gunungsari, Bumiaji, Kota Batu 65337 Malang, Indonesia
Astrid Puspa Ningrum: Faculty of Economic and Business, University of Brawijaya Griyashanta Dirgantara street IV/A4-1, Malang, Indonesia
Raditha Dwi Vata Hapsari: Faculty of Economic and Business, University of Brawijaya, Ngebruk, Gunungsari, Bumiaji, Kota Batu 65337 Malang, Indonesia

International Journal of Research in Business and Social Science (2147-4478), 2022, vol. 11, issue 1, 42-52

Abstract: As explanatory quantitative research, this study aims to determine the direct and indirect effects of religiosity and product knowledge on customer loyalty moderated by halal perception. The object of this research is a Muslim woman who uses halal-certified cosmetics in Malang City with a total sample of 140 respondents. The data collection technique used a closed questionnaire with the help of a google form. Data analysis techniques used include descriptive statistical analysis and Structural Equation Model (SEM) with Partial Least Square (PLS) approach. The results showed that religiosity and product knowledge had a direct effect on halal perception. Then, religiosity, product knowledge, and halal perception have a direct effect on customer loyalty. Furthermore, halal perception has an indirect effect because it is able to mediate religiosity and product on customer loyalty. Key Words:Religiosity, Product Knowledge, Halal Perception, Customer Loyalty

Date: 2022
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